A Canadian philosopher of communication theory and a public intellectual, Herbert Marshall McLuhan, once said that the historians and archaeologists will one day discover that the ads of our time are the richest and most faithful daily reflections any society ever made of its whole range of activities. This prediction holds true for the retailers across the globe as their advertising campaigns with much ease, generate curiosity and convey the intention of the brand.
Apart from promoting a brand through signboards, billboards, hoardings and banners, placed intelligently at strategic locations, the brands are also increasingly challenging themselves and others using internet as a big tool.
In the era of global advertising campaigns, the brand’s success of its new range or product is pre-determined before stocks actually hit the market. And in the digitalised world, advertising via world wide web not only play a significant role in sending the message out to the retailers, businesses and customers about the product but it also helps create brand awareness on number of aspects including attracting the customers to the stores.
It is against this background that leading fashion company Calvin Klein, Inc., has announced its Fall 2015 Calvin Klein Jeans global multi-media advertising campaign.
Melisa Goldie, Chief Marketing Officer, Calvin Klein, Inc. Says, “Through this campaign, we’re creating an emotional connection with today’s technology driven generation, highlighting the new normal channel for modern meet-ups. The campaign shares stories of love, lust and sexual desire unfolding through intimate messages shared between people from around the world as they navigate the world of digital dating. Calvin Klein Jeans has a long history of combining sexual energy with cultural relevance.”
The digitally led campaign, also spanning outdoor and print advertising, and will run in 27 markets globally and include partnerships with VICE and Tinder, making this the first time that Calvin Klein Jeans has advertised on the dating platform. Social and mobile will be used to amplify and create conversation around the campaign, leveraging the combined reach of the brand and the talents’ own social media vehicles. Outdoor will include non-traditional formats in key city centers.
The advertising imagery will also include the #mycalvins call to action, which invites fans of the brand to actively participate in the social media campaign by posting a selfie of themselves wearing Calvin Klein.
The Fall 2015 global media campaign was produced under the creative direction of Calvin Klein, Inc.’s in-house ad agency and creative studio, working with creative agency, Mother New York.
“It is an innovative sociological experiment turned fashion campaign, the visuals provide an editorial narrative of how a modern generation uniquely approaches sexual connection in a digital world,” adds Goldie.
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